You’ve done the customer journey maps. You’ve built your Net Promoter programme. You’ve got more personas than you can handle.
But somehow the Holy Grail of customer centricity remains out of reach. Leaders aren’t fully on board. Employees stay in their silos. Budgets don’t show genuine commitment. And somehow that digital transformation is more about technology than about the customer.
It’s not that anyone means bad. Or that they don’t care. It’s just that despite everyone’s best efforts and intentions, the pieces of the puzzle don’t match.
Whenever I encounter these situations, I challenge myself to look beyond the tools of the customer experience trade and consider the bigger picture. Typically, I do this with three questions which don’t provide magical answers, but usually progress the conversation.
I’m sharing them here, as they may also have some value for you.
There’s a dirty little secret in the land of corporate transformation.
While all of us in the trade talk a good game about mindset change, behavioural design and psychological safety, reality is that many change programmes aren’t really about transformation. As narrative design rockstar Christy Dena pointed out the other day, they’re about compliance.
Alain Thys is an experience architect who helps organisations drive profit and transformation through experience.